Journal article
Measurement of social norms for entertainment-education
Journal of communication in healthcare, v 17(2), pp 169-179
Jul 2024
PMID: 37695109
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
BackgroundWhile there has been a marked increase in measurement and scholarship surrounding social norms in recent years, there is little evidence related to social norms measurement in the context of health campaigns utilizing entertainment-education. Entertainment-education goals and objectives have shifted over time to include social norms and an update is needed to merge contemporary practice with the most recent measures from the literature. The aim of the present study was to analyze commonly used quantitative measures and their properties for social norms and entertainment-education, specifically on the topic of family planning, to bolster ongoing research and practice efforts by validating items for social norms measurement in entertainment-education programs.MethodsThe study used data from a survey conducted with 438 married women aged 19-34 in the Central Province of Zambia in 2019 who were exposed to the entertainment-education initiative Kwishilya (Over the Horizon), a Bemba-language, 156-episode radio program designed to shift social norms on family planning. Multiple items were included to measure descriptive norms, injunctive norms, and outcome expectations. Exploratory factor analysis and estimates of scale reliability were conducted to understand the properties and structure of the social norms items.ResultsResults showed a five-factor solution best fit the data, which accounted for 45.7% of the variance, exhibited fair reliability, and loaded largely as expected.ConclusionsThis study provides a useful tool for practitioners and scholars to use globally to measure important social norms constructs in entertainment-education.
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Details
- Title
- Measurement of social norms for entertainment-education
- Creators
- Amy Henderson RileyRichard W. Hass - Thomas Jefferson UniversityMichael Hauer - Drexel UniversityPatrick Moeller - Thomas Jefferson UniversityLyena Birkenstock - Thomas Jefferson UniversitySteven Wesley Buffer - Thomas Jefferson UniversityJoseph J. Bish - Population Media Center
- Publication Details
- Journal of communication in healthcare, v 17(2), pp 169-179
- Publisher
- Taylor & Francis
- Number of pages
- 11
- Grant note
- Grantham Foundation for the Protection of the Environment10.13039/100008118
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Community Health and Prevention
- Web of Science ID
- WOS:001269456700002
- Scopus ID
- 2-s2.0-85170537639
- Other Identifier
- 991022197288204721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Communication
- Health Policy & Services